A capital confusion: people mistake Bucharest, the capital city of Romania, with Budapest, the capital of the neighbouring country- Hungary. The painful list of confused people includes prestigious artists like Michael Jackson, Iron Maiden, Metallica or Lenny Kravitz and even four hundred Athletic Bilbao fans who missed the Europe League final after mistakenly flying to Budapest instead of Bucharest.

ROM, the chocolate bar that has "Bucharest" written all over it for over 50 years, had to do something about it.

“Bucharest, not Budapest” was a campaign aimed at ending the confusion once and for all.

The campaign manifesto announced the dedicated micro-site www.bucharestnotbudapest.com, an online platform that made it easy for Romanians to share the initiative with their foreign friends via social media.

A custom browser add-on that added "not Budapest" to every "Bucharest" mention on the web- www.bucharestnotbudapest.com/addon, a series of tutorials for travellers giving tips to spot the differences between the two capitals - www.bucharestnotbudapest.com/tutorials, a supporter’s kit containing anti-confusion blog widgets, cover photos and wallpapers- www.bucharestnotbudapest.com/downloads, and special section where they could share their own stories - www.bucharestnotbudapest.com/story.

In the absence of an ATL budget, the online platform was everything people needed to spread the message.

All the major TV stations picked the story, hotels joined the cause by giving their clients anti-confusion kits, the lead singer of Iron Maiden apologized for the mistake and even the mayor of Bucharest joined the campaign.

All started with a capital confusion: people mistake Bucharest, the capital or Romania with Budapest, the capital of the neighboring country, Hungary. For Romanians, the series of confusions are as painful as they are funny.

ROM, the chocolate bar that has "Bucharest" written all over it for over 50 years, was the most entitled to do something about it.

The main hotels joined the cause welcoming their clients with ROM kits explaining the confusion and touristic guides organized "Bucharest, not Budapest" tours of the city.

The campaign didn't get unnoticed internationally and even the mayor of Bucharest joined the campaign explaining the confusion.)

The impact of the campaign in consumers mind showed in brand indicators: a 10% increase in spontaneous awareness, 14% increase in “favorite brand” and brand image attributes reaching all-time highs.